What should every service-based business know about Google Ads?
Sep 15, 2025Short answer: Track real leads (not just clicks), write bold ads that qualify your audience, fix your landing pages, start with Search, and only add Performance Max when Search stops scaling profitably and you have solid offline conversion tracking.
Key takeaways
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Conversion tracking is non-negotiable. Measure real leads and sales, not just form submits.
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Filter with your copy. Speak directly to your ideal client and repel the rest.
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Landing pages close the gap. Clear headline, proof, simple layout, strong CTA.
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Start with Search. Groups by service/location, tight themes, then smart bidding after data.
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Add Performance Max later. Use it when Search hits a ceiling and offline conversions are set.
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Fight spam. ReCAPTCHA, longer call-duration goals, “one” conversion per lead, multi-step forms.
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Iterate weekly. Test hooks, CTAs, and forms; keep what lowers your cost per qualified lead.
1) Conversion tracking is non-negotiable
Front-loaded answer: If Google Ads can’t see your quality leads, it will optimize for the wrong ones.
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Set up offline conversion tracking (OCT). Pass back “qualified,” “booked,” or “won” from your CRM (e.g., HubSpot/Salesforce) or upload manually from a spreadsheet.
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Harden your signals:
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Set each lead action to “One” (not “Every”).
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For call conversions, use 90 seconds+ as the threshold.
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Use reCAPTCHA (v3 or updated v2) on forms.
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Try Typeform or a multi-step form that routes to a unique thank-you page (count that pageview as the conversion).
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Track the full journey: Form submit → qualified lead → sale. Optimize to the highest-quality signal you can feed back.
2) Be aggressive with your ad copy
Front-loaded answer: Say who you help and who you don’t—clearly.
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Call your audience: “Managed IT for Small Businesses (10–100 staff).”
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State the value fast: Pain → outcome → proof.
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Pre-qualify: “Business clients only,” “Emergency same-day service,” “No residential.”
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Differentiate: Process, speed, guarantee, specialization, reviews.
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Always add a CTA: “Book a free consult,” “Get a 15-min audit,” “Call now.”
Why it matters: Every click costs money. Clear, bold copy attracts the right people and filters out the wrong ones.
3) Optimize your landing pages
Front-loaded answer: Most leaks happen here—fix the page and your CPL drops.
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Match intent: Headline echoes the search (“24/7 Emergency Plumber – Brisbane”).
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One clear CTA: Above the fold and repeated (“Request a Quote”).
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Authority markers: Reviews, logos, certifications, case stats.
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Simple layout: Real photos, scannable bullets, no clutter.
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Reduce friction: Short form first, longer fields after (multi-step).
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Speed & mobile: Loads fast, tap-to-call buttons, easy form on phones.
👉How to Optimise Google Ads Campaigns
4) Start with Search & scale with Performance Max
Front-loaded answer: Begin with Search for control and intent; add Performance Max when Search tops out.
Search setup checklist
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Structure by control point: Service-only, or Service + Location.
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Tight ad groups: Themes by service; Google matches by meaning, so related terms can share a group (e.g., “lawn care” + “grass mowing”).
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Bidding: Start manual or Max Clicks with caps while learning. Switch to Max Conversions/CPA or Max Conversion Value/ROAS after ~30+ conversions/month on a solid signal.
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Negatives & queries: Keep cleaning search terms weekly.
When to add Performance Max
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You can’t profitably raise Search budgets (CPC wall).
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Offline conversions are passing back reliably.
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Your creative/assets (images, video, feeds) are ready.
Use PMax to find incremental demand across YouTube, Discover, Maps, Gmail—while Search keeps harvesting high intent.
FAQ
How do I stop spam leads in Google Ads?
Use reCAPTCHA, set lead conversions to “One,” require 90s+ call duration, and use multi-step forms that end on a unique thank-you page you track as the conversion.
What is offline conversion tracking and why use it?
It’s sending qualified or closed outcomes back to Google Ads from your CRM or a file. Google then optimizes toward real leads, not empty form fills.
Should I start with Search or Performance Max?
Start with Search for clean intent and control. Add Performance Max after Search is profitable and you’re reliably sending offline conversions.
When should I switch to smart bidding?
After you have consistent volume (~30+ conversions/month) on a high-quality conversion action (e.g., qualified lead).
How should I structure campaigns for services?
By service and, if relevant, location. Keep ad groups tightly themed. Use negatives and keep queries tidy.
What makes service ad copy work?
Clear audience, bold promise, strong proof, hard qualifiers, and a direct CTA. Your copy should attract and repel.
What must every service landing page include?
A matching headline, single primary CTA, proof/authority, simple design with real photos, and fast mobile experience.
Can small businesses do this without a big CRM?
Yes. Start with manual OCT uploads (CSV) and a cleaner on-site setup (reCAPTCHA, call duration, thank-you page). Upgrade to a CRM integration later.